How Can Recruitment Marketing Teams Combat Google's Email Deliverability Rules?

Google's recent changes to email deliverability rules have created new challenges for recruitment marketing teams.

As of 2024, bulk email senders must adhere to stricter standards to ensure their messages reach the intended audience. Failure to comply can lead to emails being marked as spam, reducing the effectiveness of your campaigns.

Here are some steps that recruitment agencies can take to can adapt to these changes.

1. Authenticate Your Emails

To prevent your emails from being flagged as spam, you must authenticate them using SPF, DKIM, and DMARC protocols. These technical standards ensure that your emails are recognised as legitimate by Google’s filters. Work with your email service provider or IT team to set these up correctly.

2. Make Unsubscribing Easy

Google now requires bulk senders to offer an easy, one-click unsubscribe option that must be processed within two days. Ensure your recruitment websites include clear and simple options for recipients to unsubscribe. This not only complies with regulations but also helps maintain a clean email list of genuinely interested recipients.

3. Focus on Email Content Quality

Mixing different content types in one email or using misleading subject lines can increase the risk of your messages being marked as spam. Keep your recruitment marketing emails focused and relevant, avoiding practices like purchasing email lists or sending emails to non-opted-in recipients.

4. Leverage Website Integrations

Integrate your recruitment website with your CRM or ATS to streamline candidate data and client interactions. This ensures that your email campaigns are based on clean, up-to-date data, improving both deliverability and engagement rates.

5. Optimise Your Website for Lead Generation

With email deliverability becoming more challenging, it’s crucial to maximise other avenues for generating leads. Use lead magnet content such as salary guides or industry reports hosted on your recruitment websites. Drive traffic through social media, paid ads, and industry publications, ensuring your site is optimised with clear CTAs and marketing automation triggers.

6. Regularly Monitor and Adapt

Finally, regularly review your email deliverability metrics and website analytics to identify issues early. Adjust your strategies based on these insights to ensure your recruitment marketing efforts continue to yield results despite the new challenges.

By implementing these strategies, recruitment marketing teams can not only combat Google’s changes but also enhance their overall marketing effectiveness, ensuring their messages reach the right audience every time.

These insights were taken from Kitto’s email deliverability rules webinar where host Kris Holland, founder of recruitment marketing agency Kitto, ran the discussion with SourceFlow’s Global Head of Marketing Will Astbury, who has worked in-house in recruitment marketing for seven years and Lauren Millar, Global Marketing Manager at Kyloe. Check out the full episode here.

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